Signaling Family Firm Identity
Sandra Wolf
Springer Fachmedien Wiesbaden, 2018
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She examines the efficacy of brand elements that signal family influence and that help external stakeholders to identify a family firm. Firstly, the importance of a family firm tagline as well as the family name as brand elements are able to signal "family firm" and this helps potential employees to immediately categorize the potential employer.
- ISBN-13
- 9783658206710
- ISBN-10
- 3658206713
- Publisher
- Springer Fachmedien Wiesbaden
- Year
- 2018
- Publication date
- 2018-01-17
- Pages
- 163
- Dimensions
- 210x148x